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Viewing report
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Internet Advertising Market Assessment 2008
Key Note Publications Ltd, Oct 2008, Pages: 238
1. Introduction
OVERVIEW
DEFINITION
2. Strategic Overview
BACKGROUND
INTERNET ACCESS
Table 1: Households in Great Britain with Access to the Internet (%), 2002-2008
Figure 1: Households in Great Britain with Access to the Internet (%), 2002-2008
Reasons Why Some Households Still Do Not Have Internet Access
Table 2: Reasons Why UK Adults May Not Have Internet Access at Home (% of UK adults without Internet access at home), Third Quarter 2006
Broadband Take-Up
Residential Consumers
Table 3: UK Take-Up of Broadband and Narrowband as a Share of All Residential Connections (% of UK adults with Internet access at home), Fourth Quarters 2004-2006
Figure 2: UK Take-Up of Broadband and Narrowband as a Share of All Residential Connections (% of UK adults with Internet access at home), Fourth Quarters 2004-2006
Small and Medium-Sized Enterprises
Table 4: UK SME Internet Access by Main Connection Method (% of UK SMEs with Internet access), 2002-2006
THE CONSUMER
Variations in Internet Access
Table 5: Households with Home Access to the Internet by Government Office Region and Type of Connection (%), 2005-2007
Table 6: Reasons Why UK Households May Not Have Broadband Connection (% of UK households with non-broadband Internet access), 2007
Internet Usage
Table 7: Most Recent Use of the Internet by Sex and Age (% of UK adults), 2006-2008
Table 8: Recent Internet Users' Frequency of Use of the Internet by Sex and Age (% of UK adults who had recently used the Internet), 2006-2008
Table 9: Reasons Why Recent Internet Users Do Not Use the Internet More (% of UK adults who had recently used the Internet but would like to use it more), 2007
Table 10: Places of Access by Recent Internet Users (% of UK adults who had recently used the Internet), 2006-2008
Table 11: UK Adults Who Had Used the Internet in the 3 Months Prior to Interview by Purpose of Access and Sex (% of UK adults who had used the Internet in the past 3 months), April 2006 and 2007
Table 12: UK Adults Who Had Purchased Goods or Services Over the Internet by Recency of Online Purchasing by Sex (% of UK adults), 2006-2008
Table 13: Internet Purchases by UK Adults in the Past 12 Months (% of UK adults who had bought goods or services online in the past 12 months), 2006-2008
Table 14: Purchases Downloaded From the Internet in the Past 12 months by Sex (% of UK adults who had purchased items available as downloads), 2008
TRADE ASSOCIATIONS
Internet Advertising Bureau
UK Association of Online Publishers
MARKET SIZE
MARKET FORECASTS
3. Market Analysis
MARKET SIZE
Table 15: Total UK Internet Advertising Expenditure at Current Prices (£m), Years Ending December 2003-2007
Figure 3: Total UK Internet Advertising Expenditure at Current Prices (£m), Years Ending December 2003-2007
Table 16: Share of UK Advertising Expenditure by Medium (%), Years Ending December 2003-2007
SEGMENTATION
Table 17: Share of UK Internet Advertising Expenditure by Industry Sector (% of half-year revenues), Second Halves 2005 and 2007
Table 18: Top Ten UK Advertisers on the Internet by Number of Campaigns and Number of Banners, January to April 2007
INTERNET ADVERTISEMENT FORMATS
Table 19: Share of UK Internet Advertising Expenditure by Display Format (% of full-year revenues), 2006 and 2007
Search Marketing (Paid Listings)
Classified Advertising
Display Advertising
Table 20: Internet Advertising by Display Format as a Percentage of Half-Year Revenues, First and Second Halves of 2006 and 2007
Banners/Embedded Advertisements
Tenancies
Interruptive Advertisements
Digital Video In-Stream Ad Format Guidelines
Ad Unit and Rich Media Creative Guidelines
COMPETITIVE STRUCTURE
MEASURING EFFECTIVENESS
MARKETING & MEDIA ECOSYSTEM 2010
Phase I
Phase II
RECENT CAMPAIGNS
THE CONSUMER
4. An International Perspective
OVERVIEW
EUROPE
European Industry Bodies
European Interactive Advertising Association
Interactive Advertising Bureau Europe
Online Advertising Expenditure in Europe
Table 21: EU-15 Media Share (%), 2004-2009
Allocation of Time Spent by Consumers on the Internet in Europe
Table 22: Allocation of Time Spent by Consumers on the Internet in Europe by Selected Countries (average number of hours per week), 2006 and 2007
Online Activities Throughout Europe
The Role of Online Advertising in Europe
Table 23: Trends in Internet Advertising Expenditure During 2008 (% of respondents), 2008
THE US
Table 24: Trends in Internet Advertisement Formats in the US (% share of market revenues), Full Years 2006 and 2007
5. PEST Analysis
POLITICAL FACTORS
ECONOMIC FACTORS
SOCIAL FACTORS
TECHNOLOGICAL FACTORS
6. Consumer Dynamics
OVERVIEW
Table 25: Summary of Original Research Findings — Use of the Internet and Attitudes Towards Online Advertising (% of all respondents and % of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
INTERNET ACCESS
Access to the Internet in the Previous 12 Months
Table 26: Internet Access in the Previous 12 Months (% of all respondents), August 2006 and May 2008
Access to the Internet Via Broadband Connection
Table 27: Internet Access Via Broadband (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Location of Internet Access
Table 28: Internet Access From Home (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 29: Internet Access From Work (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 30: Internet Access From School, College or University (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 31: Internet Access From a Library (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 32: Internet Access From Elsewhere (e.g. an Internet Café) (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Frequency of Internet Access
Table 33: Frequency of Internet Access — Less Than Once a Month (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 34: Frequency of Internet Access — More Than Once a Month But Less Than Once a Week (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 35: Frequency of Internet Access — Weekly or More Than Once a Week (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 36: Frequency of Internet Access — Daily or More Often (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
INTERNET SHOPPING
Attitudes Towards Purchasing Goods Over the Internet
Table 37: Actual Purchasers of Goods or Services Over the Internet (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 38: Potential Purchasers of Goods or Services Over the Internet (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 39: Those Deterred From Purchasing Goods or Services Over the Internet by the Risk of Fraudulent Card Use Online (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
INTERNET ADVERTISEMENTS
Responses to and Attitudes Towards Internet Advertisements
Table 40: Those Who Had Clicked on Internet Advertisements (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 41: Belief That Online Advertisements That Use Music or Animation Work Better/Attract More Attention (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Use of Software to Block Internet Advertisements
Table 42: Use of Software to Block Internet Advertisements (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
CLASSIFIED ADVERTISEMENTS ON THE INTERNET
Visiting Internet Sites That Include Classified Advertisements
Table 43: Visiting Internet Sites With Classified Advertisements (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Responding to and Placing Classified Advertisements on the Internet
Table 44: Responding to Classified Advertisements on the Internet (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 45: Placing Classified Advertisements on the Internet (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Attitudes Towards Promotion of New Products and Services by E-mail
Table 46: Attitudes Towards Promotions by E-Mail (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
VISITING WEBSITES AS A RESULT OF ADVERTISING/INFORMATION VIA OTHER MEDIA
Television, Newspapers, Magazines, Billboards, Other Websites and Mobile Telephone Text Messages
Table 47: Visiting Websites as a Result of Advertising/Information Seen on Television (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 48: Visiting Websites as a Result of Advertising/ Information Read in Newspapers (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 49: Visiting Websites as a Result of Advertising/Information Read in Magazines (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 50: Visiting Websites as a Result of Advertising/Information Read or Observed on Billboards (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 51: Visiting Websites as a Result of Advertising/Information From Other Websites (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
Table 52: Visiting Websites as a Result of Advertising/Information Via Mobile Telephone Text Messages (% of respondents who had accessed the Internet in the previous 12 months), August 2006 and May 2008
7. Company Profiles
INTRODUCTION
CONCHANGO
Corporate Strategy
Profitability
Table 53: Financial Results for Conchango (UK) PLC (£000), Years Ending 31st December 2005-2007
Recent and Future Developments
DIFFINITI LTD
Corporate Strategy
Profitability
Table 54: Financial Results for Diffiniti Ltd (£000), 17 Weeks Ending 31st December 2004 and Years Ending 31st December 2005 and 2006
Recent and Future Developments
I-LEVEL LTD
Corporate Strategy
Profitability
Table 55: Financial Results for i-level Ltd (£000), Years Ending 31st March 2005-2007
Recent and Future Developments
LBI INTERNATIONAL AB (INCLUDING FRAMFAB/OYSTER/WHEEL)
Corporate Strategy
Profitability
Table 56: Financial Results for LBi Ltd (£000), Years Ending 31st December 2005-2007
Recent and Future Developments
POKE LONDON LTD
Corporate Strategy
Profitability
Table 57: Financial Results for Poke London Ltd (£000), Years Ending 31st December 2005-2007
Recent and Future Developments
PROFERO LTD
Corporate Strategy
Profitability
Table 58: Financial Results for Profero Ltd (£000), Years Ending 31st March 2005-2007
Recent and Future Developments
TRIBAL DDB
Corporate Strategy
Profitability
Recent and Future Developments
TWENTYSIX LONDON LTD (FORMERLY INCEPTA ONLINE LTD)
Corporate Strategy
Profitability
Table 59: Financial Results for twentysix London Ltd (£000), Years Ending 28th February 2005-2007
Recent and Future Developments
8. The Future
OVERVIEW
FORECASTS
Table 60: Forecast Total UK Internet Advertising Expenditure at Current Prices (£m), Years Ending December 2008-2012
Figure 4: Forecast Total UK Internet Advertising Expenditure at Current Prices (£m), Years Ending December 2008-2012
10. Further Sources
Associations
Publications
General Sources
Government Publications
Other Sources
Bisnode Sources
Product samples
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